United Biscuits has announced the re-launch of its McVitie’s brand, unveiling a £12m multi-media advertising campaign as part of its efforts to accelerate growth for the sweet biscuits category. Representing the biggest campaign of its kind for United Biscuits to date, all of the company’s sweet products (with the exception of go ahead!) will now sit under the McVitie’s brand as part an overarching Masterbrand strategy to help simplify the shopping experience.
Three 30 second TV commercials are on air now, aiming to celebrate everyday biscuit eating moments and including the Digestive, Chocolate Digestive and Jaffa Cake brands, with the strapline ‘Sweeet’.
United Biscuits is also revitalising the design and packaging of the range to support the re-launch and realignment of all sweet products under the new McVitie’s Masterbrand, through the on-pack McVitie’s wholesome wheat sheaf logo. This follows the migration to flow-wrap packaging technology for the production of all Digestive brands, as part of a £35m investment plan at the company’s factory in Harlesden. The ‘Sweeet’ campaign will be also be supported by a dedicated programme of promotional in-store activity undertaken by United Biscuits at both major and independent retailers.
United Biscuits CEO, Martin Glenn, commented: “Our Masterbrand campaign for McVitie’s is the result of 12 months of extensive customer research in which we aimed to get to the heart of the emotional role biscuits play in our lives. Thanks to the strength of our heritage range, McVitie’s has come to represent 40% of the everyday biscuits market in theUK. The new campaign aims to tap into consumers’ love for these brands as well supporting our efforts to drive growth for the category.”
